Did you know that an estimated 67 percent of the buyer’s journey now takes place online? As a result, brands are developing digital marketing strategies at increasing rates. To make the most of your content, you need to make sure you're integrating correctly with social media, using the most effective tools at your disposal, and most importantly, continuing to pay attention to it long after you launch it.
It’s really quite simple - listen to your customers and then produce the content that exceeds their expectations. Below are our 4 tips on how to amplify your content distribution.
1. Plan your strategy based on consumers’ habits and preferences
Make sure that the content that you share with your audience is relevant to your industry, or you risk losing followers. There are two key factors to keep in mind when distributing the content
Timing: Timing is everything and important to think about when scheduling your posts. According to many social media studies, the average lifespan for a social post is no more than 3-4 hours. Make sure you schedule your social media messages at optimal times/days during the week. This could be highly specific to your industry. Try avoiding high production work hours and look towards lower peak hours such as lunch time, or after work time. Each network is different, and has optimal times.
Automation: Another strategy of social distribution is using automation. Automation refers to your content automatically posting to social for you and effective content distribution across the digital channels. The easiest way to automate social media is by using automation software and apps. At Knexus we are capable of pulling in your social content from popular channels such as YouTube, Facebook & Instagram, blogs from WordPress, other user generated content, plus branded content created, loaded directly or accessed from existing repositories.
2. Combine paid, owned and earned media strategically
Some paid content promotion tactics that can be very effective include:
- StumbleUpon Paid Discovery – StumbleUpon lets you buy clicks at low, low prices fromsocially engaged visitors. These visitors are typically in the college demographic, and are often looking for engaging visual content. Made a new piece of visual or interactive content in a B2C space targeting younger people? This tactic is a great fit.
- Reddit Ads – Similar to StumbleUpon ads, Reddit also has inexpensive clicks from a young, socially engaged audience available. Remember to follow the protocol of the sub-Reddit you’re advertising on– for example, use the AMA or TIL conventions on the relevant subreddit
- Promoted Tweets – Twitter now allows you to promote individual tweets, which can be a great way to get in front of the right people and join the social conversation. You can target users by interest, gender, geographic, or device – so you can get in front of the right people.
- Highly Targeted Facebook Ads – Facebook enables marketers to target both posts and conventional ads by an amazing variety of criteria. For content promotion, you might want to target people that like WordPress, blogs, or employees of media properties like TechCrunch or Mashable.
- Outbrain – Outbrain is another content promotion ad network – you can advertise for inexpensive traffic on related blogs for audience development.
3. Move beyond the content distribution pillars with influencer marketing
These aren’t traditional media but rather individual bloggers writing about your content. There isn’t a hard and fast line between individual bloggers and ‘real’ media anymore – what starts one place can rapidly go to another, and now it’s easy for individual blogger’s posts to get picked up by traditional media.
Distribution is a combination or reach (audience size) and engagement. Sometimes it can be easy to feel that someone with say 100,000 followers on Twitter or 10,000 subscribers on their email list is an influencer. But really, it doesn’t matter how many people follow someone. What’s important is how many people engage with them and how many people click the links they share.
4. Optimize your content
Don't underestimate the importance of using attention-grabbing headlines. This requires an understanding of best practices as well as what works for your particular audience. When we’re talking about social media headlines, we could be referring both to blog post titles as well as to opening lines for your social networking posts. When we talk about Twitter headlines, we often mean the entire content of a tweet, given that you only have 140 characters to work with. A/B testing of various headline and photo variations will deliver more engagement and lower your CPCs. Shoot for provocative content that piques readers’ curiosity. Adding videos, pictures, comics or infographics will appeal to new readers (and spread differently on social networks) than your bread-and-butter articles. Even your loyal readers will appreciate your changing it up by using different ways to communicate the message. (Brand Point)
But as always, you should test to find out what works for visitors to your site.